From sponsorships to industry-wide announcements, Insider Sport has you covered when it comes to the world of esports.
This week’s edition highlights the latest developments involving Shikenso Analytics teaming up with ALDI France to measure ALDI’s sponsorship exposure in esports.
ALDI France expands esports presence with Shikenso Analytics
Shikenso Analytics has teamed up with ALDI France to measure ALDI’s sponsorship exposure in esports.
As part of the agreement, Shikenso will assist ALDI France in tracking and measuring their sponsorship success with partnered esports teams like Team Vitality, Gentle Mates, and Solary. This collaboration aims to generate long-term relationships, optimise other partnerships and develop data-driven strategies for continued growth in the esports sector.
Utilising Shikenso’s video and social media analysis capabilities, ALDI France will not only gauge brand exposure and performance, but also gain access to exclusive event reports.
Arwin Fallah Shirazi, CEO & Co-Founder at Shikenso Analytics, stated, “It’s our pleasure to welcome one of the leading retail enterprises as our esteemed partner. ALDI France’s presence in the esports world is a testament to the fact that all major brands should keep an eye on this space.
“As the brand continues to explore esports, we are eager to use our data-driven contributions to play a significant role in advancing this path of growth.”
In 2020, ALDI France made its initial foray into French esports and gaming by partnering with Team Vitality, Solary, and LFL to create dietary plans aimed at supporting players in their daily training and performance enhancement efforts.
ALDI France further demonstrated its commitment to esports in 2023 with the launch of Gentle Mates, spearheaded by Squeezie, Gotaga, and Brawks.
Benjamin Taouss, Sponsorship Manager at ALDI France, commented, “We are happy to work with Shikenso on the monitoring of our esports partnerships. Gaining additional insights will help us measure our day-to-day activations and understand the full potential of our esports assets.”
GameSquare sells 25.5% of FaZe media for £7.5m
GameSquare Holdings, an esports and gaming company, has sold 25.5% of FaZe Media, which holds FaZe Clan’s media-related rights.
The stake was purchased for £7.5mby CEO Richard ‘FaZe Banks’ Bengston, and one of FaZe’s original founders, while GameSquare retains full ownership of FaZe Esports.
Before the stock sale, GameSquare held a 51% majority stake in FaZe Media, while Matt Kalish, President and Co-Founder of DraftKings, owned 49%. The company announced that these transactions would value FaZe Media at around £31.5m
After the completion of the recent sale, GameSquare and Bengston will each hold a 25.5% stake in FaZe Media, while Kalish will maintain his ownership share. GameSquare confirmed it would retain majority voting power in FaZe Media and maintain control over the transferred shares for the next two years.
Justin Kenna, CEO of GameSquare, commented: “Today’s announcement is a win-win for GameSquare, FaZe Media, and the greater FaZe Clan community. Since completing the acquisition of FaZe Clan in March 2024 our strategy has been focused on reigniting the FaZe brand by returning its founders in a meaningful way.
“With the support of Matt Kalish and his direct investment in FaZe Media, we structured the new business as a creator-led IP and media company. Today’s announcement solidifies this approach by providing access to a significant stake in the business and aligning FaZe’s founders in the success of the brand.”
IOC proposes Olympic Esports Games for 2024 Paris Olympics
The International Olympic Committee (IOC) Executive Board has announced it will propose the Olympic Esports Games at the 2024 Paris Olympics.
The IOC’s Executive Board will discuss the creation of the Esports Games during their next Session in Paris later this year as a part of the 2024 Olympic Games. If IOC members vote favourably, there will be no obstacles in creating the new Esports Games.
Additionally, the IOC’s Executive Board revealed it is in “advanced discussions” with a potential host for the Esports Games, with an announcement anticipated once formalities are completed.
However, the decision comes with conditions. The Olympic Games uphold specific values, so the lineup of games may differ from typical esports competitions. Games like Counter-Strike and League of Legends, seen as having violent themes, are likely to be excluded.
Thomas Bach, President of IOC, said: “With the creation of Olympic Esports Games, the IOC is taking a major step forward and is keeping up with the pace of the digital revolution. We are very excited how enthusiastically the esports community represented in our Esports Commission has engaged with this initiative.
“This is further proof of the attractivity of the Olympic brand and the values it stands for.”
KitKat joins Esports World Cup to promote ‘Have a Break’
Nestlé-owned KitKat has unveiled a new partnership with the Esports World Cup, a multi-title esports tournament series to be held in Saudi Arabia, set to take place in July.
Due to the agreement, the two entities will team up on esports initiatives to promote KitKat’s “Have a Break” philosophy, with KitKat aiming to ‘connect with competitive and casual gamers’ and promote the importance of taking breaks during long gaming sessions.
Furthermore, during the Esports World Cup, the brand will operate a booth where spectators can explore a diverse array of products.
KitKat has been actively involved in esports. In January 2024, it extended its partnership with Riot Games’ LEC and EMEA Masters tournaments for an additional three years. The brand also renewed its agreement with esports organisation GIANTX.
Robert Helou, CEO of Nestlé KSA, commented: “This partnership enables us to connect with the next generation of gaming enthusiasts.
“We believe we will deeply resonate with gamers by integrating our ‘Have a Break’ philosophy into the esports world. This collaboration highlights the importance of taking breaks and prioritising mental well-being, especially in the high-stress environment of competitive gaming.”
